February 23, 2017

Sales Down 7%

Some catalog advocates will look to Victoria's Secret ... see a 7% drop ... and then raise a champagne glass in celebration (click here).

"See, that proves the POWER of putting paper in the mailbox."

Think about it for a moment. You pull tens of millions of dollars of catalog marketing out of the ecosystem and sales only drop 7%.

Again ... SALES ONLY DROPPED 7% AFTER REMOVING A FULLY-BAKED CATALOG MARKETING PLAN.

If sales dropped by 7% and the ad-to-sales ratio dropped by 10% ... the business is WILDLY more profitable. Now, I have no idea how much paper was buried in the ad-to-sales ratio, but simple math suggests profit had to increase. A 7% sales drop and a 4% ad-to-sales ratio drop would yield an increase in profit.

Please - measure your organic percentage.

Please learn what your business could look like if you changed marketing strategies.

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Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

You may contact kevin at kevinh@minethatdata.com.

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